Lacoste Men

What clothing brand label sinks into your mind when it speaks of an embroidered green crocodile logo?

Originally apparels design for tennis games; Lacoste is a clothing brand that has successfully made a breakthrough in the fashion market and has expanded its lines from apparels to accessories, timepieces, eyewear, leather goods, footwear and fragrances and the most famous tennis shirts that gave them their name.

Lacoste is a French apparel company founded in 1933. Rene Lacoste is the French man behind this high – end clothing brand, whose label comes with the famous green mouth – opened crocodile.

What a blessing for this tennis champ, while winning in the 1926 U.S. Open Championship, French Rene Lacoste wore something he himself designed: white, short – sleeved shirt made from a light knit fabric that wicks away moisture due to heat. It was distinctively made and appeared to be the very first version of performance clothing in sports.


The Crocodile’s Birth

Curious about how the alligator was attached here? Its real history started in 1927. It was made out of a bet on an alligator – skin case if the tennis pro wins the French Davis Cup. The American Press named him “The Crocodile ” too after showing his tenacious performance in the court impossibly making the opponent win in every game. One of Lacoste’s friends also sketched him a crocodile that he embellished on his blazer during games, which was originally yellow in color.

Rene partnered with Izod owner David Crystal to produce the Izod Lacoste clothing. It became extremely sought – after with the youth. However due to quality control dilemmas on Izod’s part, the partnership ended in 1993. The Lacoste name was revived in 1995, taking Izod on it.




The Creation Of The Lacoste “Sports” Shirt

Rene Lacoste designed his own shirts he used during the competition. Normally it was a set of loose – knit, cotton shirts that makes it co comfortable especially when basking under the heat of the sun. The French Tennis Federation at first found them of little decency because of their body – hugging style. When Rene Lacoste retired from tennis, he joined forces with Andre Giller, owner of the largest French knitwear manufacturing industry that time to begin producing the ground-breaking Lacoste tennis shirt, famously embroidered with the crocodile logo. This gave birth to La Chemise Lacoste.

Rene Lacoste died and his son Bernard took over the management of their business. Major company development was seen during Bernard’s leadership. The brand label reached its peak of recognition during the 1970’s. It was also in Bernard’s management that the company began to introduce other product line including shorts, perfume, eyewear, tennis shoes, deck shoes, walking shoes, watches, and various leather goods.

Bernard got seriously ill sometime in 2005 deciding him to transfer the management of Lacoste to his younger brother Michel. He died in Paris on March 2006. As of 2006, the company licenses its trademark to various companies. Procter and Gamble is the license holder of their fragrance line. Samsonite also holds the license in producing the bags and small leather goods. Devanlay is for the worldwide clothing license while Pentland Brand is for its footwear.

Currently the Lacoste family owns the company at 65%, 30% by Devanlay and 5% by the Tugwells. Just very recently, they featured their Lacoste 2007 collaboration summer line with AlFikrah Coutore heading. It showcased a limited collection of Lacoste’ signature women and mens polo. Lacoste is headquartered in Paris.

Rene Lacoste has successfully pulled off fame in two big areas: tennis and fashion. His fashion design has become equally legendary just as his adamant feat in the tennis field.